Beauty & Wellness

Skincare Brand Growth Sprint

A full Klaviyo lifecycle build paired with cart and subscription CRO that took email to 31% of revenue.

Client overview

A DTC skincare brand with strong paid acquisition and a growing subscription base, but retention economics that made the ad spend unsustainable.

Project details

Client: DTC skincare brand
Industry: Beauty & Wellness
Services provided: Email Marketing & AutomationShopify CRO

The challenge

Email was a single monthly broadcast to an unsegmented list, with no lifecycle automation running at all.
Repeat purchase rate sat well below what the product's replenishment cycle should have supported.
Subscription upsell was buried below the fold on the product page and rarely converted.

Research

Cohort analysis identified the exact week in the replenishment cycle where repeat purchase intent peaked.
A post-purchase survey revealed most customers did not know a subscription option existed.
Deliverability review found authentication gaps suppressing inbox placement across the list.

Strategy

Build a full lifecycle flow suite timed against the observed replenishment cycle.
Segment the list by purchase behaviour so messaging matches customer stage.
Reposition subscription as a first-class choice on the product page and in the cart.

Execution

What was built

Core flow suite

Welcome, abandoned cart, browse abandonment, post-purchase education, replenishment and winback flows.

Behavioural segmentation

Segments built on purchase recency, product category and subscription status.

Deliverability fixes

Authentication corrected, list hygiene applied and a sunset policy introduced.

Subscription CRO

Subscribe-and-save moved above the fold with clear savings framing and flexible cadence.

Cart testing

Sequential tests on shipping thresholds, trust signals and cart upsell placement.

Lifecycle flow architecture mapped to the replenishment cycle

Product page with subscription positioned as the primary choice

Results

What changed

31%

Revenue from email

+44%

Repeat purchase rate

+62%

Subscription sign-ups

1 quarter

Time to results

Technologies used

Klaviyo
Shopify
Recharge
GA4
Postscript
A/B Testing

What I'd carry forward

Timing flows to the real replenishment cycle mattered more than the creative inside them.
The single biggest subscription gain came from awareness, not incentive — customers simply hadn't seen the option.
Fixing deliverability first meant every later improvement was measured on a reliable baseline.

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